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oa Journal of Marketing - Apple reaps the fruits of success : brands @ work

 

Abstract

Apple's branding success is built on the sale of exceptional products and services that are invariably worth the hype surrounding them. Its reputation for quality was sufficient to convince AT&T to sign an exclusive deal for the iPhone before it was even released.

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/content/mfsa1/2012/12/EJC74723
2012-12-01
2016-12-06
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